If those beaches on that Times Square mega billboard look familiar, it's because they depict Michigan - part of the Michigan's most ambitious tourism marketing campaign ever.

For the next eight weeks, some 500,000 people daily will view the four massive New York City billboards at 7th Avenue and 48th Street depicting a Michigan summer in the most primal ways. There's a giant-sized sand shovel on the shores of Lake Michigan, pure rippling waters, and a family walking hand-in-hand on the beach. The fourth reads simply, "Pure Michigan: Your trip begins at michigan.org."